MySpace To Google (Round 2): Text Clicks Do NOT Rule! VideoEgg Report
What a coincidence? Just hours ago, I discussed how Google would undoubtedly soon be on VideoEgg’s advertising tail, again! Today, Google announces its latest attempt to make money through video advertising.
BUT, unfortunately for Google, neither its Google Video or YouTube have yielded “material” revenues, Google CEO Eric Schmidt once again acknowledged in the company’s annual SEC reporting this month.
Will Google’s newest stab, dubbed AdSense for Video, have better luck? Long-term poential is unclear, but Google will undoubtedly be challenged out of the video gate and is NOT moving full video steam ahead at present. What’s more, Google is partnering with direct video advertising competitors for distribution, confirming it does NOT have sufficient video advertising clout on its own.
Google’s new video ad options include “text” overlays. The purportedly almighty Google text “clicks” are NOT all they are made out to be, however, a MySpace executive advised yesterday at the “Engagement” conference put on by Google competitor VideoEgg.
In a series of four panels, about two dozen agency, programming and consumer marketing execs discussed the need to “engage” people on the Web via content and interactivity that spurs emotional involvement. Panelist Benjamin Ezrick, Oglivy Interactive, though, incredulously offered the Google “click” as the only irrefutable measure of online user engagment. Co-panelist Chris George, MySpace, however, quickly reported on the fallacy of a supposedly allmighty click:
People who click don’t necessarily convert and people who see ads but don’t click can convert.
Just last week, MySpace colleague Arnie Gullov-Sing shared other Google fallacies at the OMMA Behavaioral conference, as I report and analyze in MySpace To Google: Learn How To Sell Advertising, OMMA Report. The MySpace exec also debunked some myths about Facebook advertising, as I discuss in MySpace to Facebook: NO ‘Reach, Relevancy, Results’! OMMA Report.
MORE: VideoEgg Rocks: Debuts AdFrames in Silicon Alley: Google Next? and Microsoft Steals VideoEgg’s Thunder? Google Ultimate Loser
ALSO: MOBILE Visions? Microsoft, Yahoo, AOL Open Up: NOT Google! OMMA Report and NYT Accepts Google Muzzle: Bombs YouTube NYC Story and Health Vault: Hey, Google, Get With the Microsoft Medical Program! and Facebook Meltdown: Is Twitter Next?